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Trendy alcohol pouches quick, convenient

By Bailey ShifflerFort Worth Star-Telegram

Posted:
02/13/2013 12:01:00 AM CST

Updated:
02/13/2013 01:40:18 PM CST

Bob & Stacy's Vodka (Ross Hailey/Fort Worth Star-Telegram/MCT)

Put away the blender, scratch the measuring cups, and forget squeezing limes. In fact, you can even ditch the glass. With the number of beverage pouches hitting the market, slipping away to Margaritaville has never been quite so simple.

These beverage pouches come in a variety of shapes, sizes and flavors, from straight hard-liquor "pocket shots" to blended malt-based margaritas and daiquiris meant to "freeze, squeeze and serve."

And they are creating a new market for pre-blended alcoholic beverages. Sales for pouched beverages neared $200 million in a 12-month period through Aug. 18, according to Nielsen research.

Beverage makers are taking notice with brands like Arbor Mist, Daily's, Smirnoff and Parrot Bay stocking the market with different flavors and versions of the drinks.

Patrick Hughes, marketing director for Diageo-Guinness USA, which makes the Smirnoff and Parrot Bay frozen pouches, said in an email that the drinks will continue to be a priority for the company as long as customers show a demand for them.

"We believe we will continue to see tremendous growth in this new frozen-pouch segment, and we will continue to look for opportunities to create high-quality products that meet consumers' needs."

According to Nielsen, 12 percent of alcoholic beverage buyers purchased a pouch product in the past year, twice the number of people who had tried one in the previous year. Customers typically ranged in age from 35 to 54. As the trend continues, it seems likely that more products -- low-calorie versions, seasonal blends, etc.

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-- will hit the market.

Wayne Kubic, regional manager at Goody Goody Liquor in Fort Worth, Texas, attributes part of the allure to convenience. "It's quick and easy, and that's one of the things a lot of people like," he says. "There's no cleanup."

Stewart Hellman, manager at Kings Liquors in Fort Worth agrees. "They're easy to take with you," he says.

"You can pack them in an ice chest and they'll stay cold. You can take a frozen drink with you."

The pouches also are accessible -- most of the pouches are malt-based, so there's no actual liquor in them. This allows the blended drinks to be sold as beer or wine, making them available for purchase in pharmacies and grocery stores.

The more-potent pocket shots can be found at select liquor stores. Hellman says vodka is the most popular, but the store also sells whiskey, rum and tequila versions. The packets make for easy stowing, as they are much easier and safer to transport than the typical glass bottles. Hellman says people often buy them for tailgates and parties. Customers can easily add a splash of vodka to their juice or a shot of whiskey to their soda.

We tested a few frozen "pouch cocktails." Here were our thoughts.

Arbor Mist (Ross Hailey/Fort Worth Star-Telegram/MCT)

Arbor Mist White Pear Pinot Grigio: The pear-based slushie is certainly made for those with a sweet tooth. The mixture has a tasty, fruity bite to it, but it can be lip-puckering sweet, perhaps best as an after-dinner cocktail. The blend comes out of the freezer slightly solid, but just a few squeezes give it the perfect blended consistency.

Parrot Bay Mango Daiquiri: This daiquiri will make you feel as though you're on a beach, no matter the season. Made with flavored beer, the drink hides its alcohol well, tasting more like a refreshing smoothie than a spiked daiquiri. The consistency was the best of the bunch -- a few squeezes and it seemed to have come straight from the blender.

Shark Attack Cocktails Original Lime Margarita: This margarita, with its tube-shaped wrapper, is meant to be enjoyed straight from the freezer, but the plastic taste will have you reaching for a glass. The pack didn't freeze well, and the flavors were a tad inauthentic.

Seagram's Escapes Frozen Sangria: This take on sangria was fruity, with hints of lime and grape flavors working to balance the inevitable sweetness. The sweetness masked the wine flavor, giving more tang than tannin.